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MER (later Meridian Communications) needed an entire new look for this client. Florafax is a flowers by wire service. And their florist members receive this magazine as part of their membership.
I started out in magazine layout and art direction in Boston. So being able to design a magazine from top to bottom was a natural for me. On the cover design I moved completely away from the "floral arrangements" that had typically adorned the covers in the past. Instead of the same ole same ole, I decided this magazine should offer the same proven formula for visual appeal that fashion magazines had. So each cover would have a "cover girl" approach to an individual flower. By keeping the emphasis on shape and design instead of color and arrangement, the "idea" of flowers is more all encompassing. The macro-details approach also emphasizes the sensual nature of flowers.
Photography from LightWorks with very specific art direction to the design.